Italian Exhibition Group (IEG) intends to acquire 50% of Deutsche Messe’s companies in Mexico, Canada, and the USA, according to a signed memorandum of understanding (MoU) between the two organisations.
According to IEG, the non-binding agreement will boost the internationalisation of their respective show products and aid the launch of new activities in economic sectors covered by both companies.
The CEO of IEG, Corrado Peraboni (pictured), said: “Deutsche Messe and IEG will add new elements of substantial sharing, making way for a stable and total collaboration that will bring together organisations and expertise, and enhance the value of the activities carried out in the countries covered by the joint venture.”
“IEG, in particular, will add the trade show branch to its activity in the United States, which so far, has focused on exhibition set-ups through the specialised company, FB International.”
The next ‘logical’ step for both
Deutsche Messe has eight active events in Mexico two of which, Mexico Active & Sports for the fitness sector and Ecomondo Mexico for the green technologies sector, are already in partnership with IEG.
Dr. Jochen Köckler, chairman of the board of management of Deutsche Messe AG, said about expanding the partnership: “Building on our very fruitful and positive initial experiences of working together in Mexico, we are now taking the next logical step and are aiming to further scale our success story.”
Further crossover comes in the form of organisations’ revenue, as Deutsche Messe and Italian Exhibition are two of Europe's largest exhibition organisers. With pre-Covid-19 turnovers of €355 ($358) and €179 ($180) million respectively, they had already signed an agreement in March 2021 to organise a series of events in Mexico.
Deutsche Messe’s remaining six trade shows in their Mexican portfolio vary in sectors and industry. The earliest will be Solar Power Mexico, which is set to take place on 14 July (alongside Ecomondo Mexico).
The final two events of 2022 also demonstrate the variation in the industries covered by Deutsche Messe’s shows. Festival del Adulto Mayor GTO (4 - 6 August 2022) will take place in Leon and focuses on wellness for the over-50s. Leon will host another event from 5 - 7 October 2022: Industrial Transformation Mexico dedicated to industry 4.0
Deutsche Messe’s trend continues into 2023, as next March will see MEM Industrial in the technology, processing, and accessories sector for the furniture industry.
Two trade shows, Agrotech Mexico and World Seafood Industry will run simultaneously from 26 – 28 April 2023 in Guadalajara and will focus respectively on technological innovation in the agricultural and aquaculture sectors.
Expanding internationally
Through Deutsche Messe, IEG’s reach will extend into North America, notably through its upcoming Canadian and USA shows.
Turning to Toronto from 26 – 28 October 2022 Deutsche Messe will host their renewable energy-focused show ETC Electricity Transformation Canada. Hannover Messe USA is set to deliver a stateside Hannover Messe show from 12 - 17 September 2022 in Chicago, which will keep its focus on industrial transformation.
As the joint venture, once finalised, will be subject to Italian law, the agreement will be based across the ocean in Rimini - which will control the overseas companies.
